Creating ABM Experiences

There are several ways that you can create account-based marketing (ABM) experiences within Qualified that will:

1. Alert your sales team to your most valuable ABM accounts being on your website. 
2. Give your ABM accounts VIP treatment to get directly in touch with your team.

In this article, we’ll go over the basics and best practices of setting up your ABM experiences within Qualified.

Create Target Account Lists

If you’re using ABM, you understand the importance of targeting certain accounts as soon as they arrive on your website.

Our Target Accounts feature allows you to create lists based on your high-value accounts or opportunities and later on trigger specific experiences or alerts for the visitors that belong to these accounts and opportunities as soon as they hit your site. Make sure to visit our detailed article on setting up your target account lists before moving on to the next step.

Reveal Information About the Visitor

Before you begin creating your experiences within Qualified, look into investing in a data source that helps pull information about your anonymous website visitors to give you a better view of who they are and help you better determine what experience you’d like for them to have on your site. This is especially important for your ABM strategy.

While Qualified straight out of the box easily searches for known contacts, leads, and prospects, adding a data sourcing partner can help you gather information on those visitors you might not know who fit into your ABM target accounts.

Qualified integrates with the following data sourcing software currently: Clearbit, 6sense, and Demandbase.

Set Up Your Filters

Perhaps the most important element of your ABM experience will be to target the correct audience. You can set your filters right in your experience to make sure you’re targeting your high-value visitors. When you do this, the experience will only appear for your ABM target accounts and you can set a special alert for your team.

To get started, create a new experience and use the first filters above to select one of the Target Accounts you created in the first step, as shown below.

Alert Your Team

Now that you’ve made sure to capture the right visitors on your site, it’s important that you alert your team. As soon as a Target Account lands on your page, your corresponding account reps should be alerted and given a chance to engage.

There are three basic sound alert options that you can choose from to alert your team of qualified visitors on your site:

1. Default (Door Bell Sound)
2. Urgent (Ding, ding, ding)
3. Voice (contact us to get this added to your account)

We recommend using the voice alert to let your team know of the target account on your site. You can also include extra information about the visitor with our variable tag option.

Using our variable tags you can add in certain information about the visitors on your site like their name, location, employee size, or other qualifying information. If you have a Clearbit Reveal account this information can come directly from Clearbit Reveal as soon as the visitor steps on the site, or if they are a known user and someone who has visited before, we'll remember them and pull this information about them.

For example, let's say you want to be alerted every time someone visits your pricing page. Even more detailed than that, you'd like to alert your sales team of the company that the visitor works for. You have a Clearbit Reveal account, so you're already mapping this information into your visitor fields and can therefore use our variable tags. You can use variable tags any time that the information is known about the visitor via Salesforce, Pardot, or if they are a known user that has already visited your site and you've collected this information about them.

To get started, edit the experience that you'd like to add your voice alert to and go into the sound alert settings. From here, make sure you have the voice option selected and begin placing in the text of the message that you'd like it to read. Remember to add fallbacks by using a pipe to separate your fallback term from your variable tag (as shown in the example below). To get a full list of variable tags that are available, check out our variable tag library.

Here are a few voice alert example to tell your team a target account visitor is on your website:

Alerting the SDR owner

Urgent urgent - A Diamond Account is on the website: It's an anonymous visitor from {{visitor.fields.company}} owned by SDR {{visitor.fields.account_sdr}}

Alerting the Team of an ABM Account

Urgent! Urgent!.  {{visitor.full_name}} | "A visitor"}} from {{visitor.fields.company | "an ABM account"}} is on the website.

Set up Slack Alerts

Qualified’s Slack integration helps you instantly alert your sales reps when hot prospects arrive on your site so they can quickly take action and start a conversation. 

How it works:

• Send a channel message the moment a qualified prospect or target account lands on your site.
• Direct message specific sales reps when their accounts have arrived on your site.
• Give your sales team a complete picture of qualified website visitors, from job title to company, right inside of Slack, shaping hyper-personalized sales conversations.

Read our detailed article on setting up your Slack integration to get started.

Personalize your Experience

Finally, you’ll want to roll out the red carpet for your target accounts by personalizing the experience they receive on your website.

You can personalize the first message they see by:

• Welcoming the visitor by using their first name (if they are a known lead or contact in Salesforce)
• Stating their company's name and asking how you can help them specifically

Code you’ll use within your experience: 

**Welcome {{visitor.fields.company}} 👋**

Code you’ll use within your experience:

 **Welcome back {{visitor.first_name}}** 👋

You'll want to note that the fallback will be in both cases will just show "Welcome back" without mention of the company or visitor name if it's not known.

Summary

If you’re using ABM, you’ll understand the importance of targeting certain accounts immediately as soon as they hit your website. By setting up unique experiences for your target accounts you can alert your team to high-value visitors on your site while also giving those visitors a personalized experience that gets them direct access to your team.